Google Merchant Center: Missing MPN
Missing required attribute: mpnWhat's happening
When GTIN is unavailable, Google looks for MPN (Manufacturer Part Number) + brand, or an explicit identifier_exists=false. Missing all of GTIN, MPN and brand no longer triggers automatic disapproval, since late 2023 Google flags it as "limited visibility" (the product still serves, but with reduced reach in Shopping ads and free listings). Fixing it lifts that cap. (Verified 2026-06.)
mpngtinidentifier_existsbrandManual fix
Source the MPN from each manufacturer (typically on the product datasheet or invoice from suppliers), enter it into your CMS, propagate through feed export. Or, if the product genuinely has no identifier, set identifier_exists=false to clear the warning honestly.
Fix it with Emberfeed
Set identifier_exists with a single field rule: if g:gtin is empty AND g:mpn is empty AND g:brand is set, write g:identifier_exists=false. Google clears the limited-visibility flag. One rule covers every product without an MPN.
Related rejections
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